Trends in Key Mobile App Ad Metrics in Q2 2015

Notes: Mobile application installs grew by 346% year-over-year in Q2, representing a significantly faster rate of growth than experienced during 2014, reports Kenshoo in a recent study. Ad spend (+293%) also saw rapid growth, though these metrics are at least in part affected by new entrants and titles tracked. Of note, while costs-per-click (CPC) grew by 16%, cost-per-install (CPI) dropped by 12%, with the CPI gap between iOS and Android sharply narrowing this year.

The report notes that click-to-install rates hovered around 33% in Q2, meaning that almost 1 in 3 clicks on a social ad for a mobile app turn into an app install.

About the Data: The Kenshoo report is based on five quarters of data from April 2014 through June 2015, and reflects an aggregation of advertisers using the Adquant by Kenshoo platform that are Mobile-only and have defined a Mobile App Installation as a conversion. The resulting data set comprises over $40 million (USD) in advertiser spend, and over 25 million app installs, targeted across over 100 countries worldwide.